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Marketing for B2B Technologies

Product Development: Handheld Inspection Devices for Fire Departments


In 2001, Firehouse Software, at the time a privately held company in Des Moines, Iowa (now at http://www.firehousesoftware.com) was looking to expand the company’s product line. The company was the market leader in fire incident reporting software for fire departments. But the company wanted to grow revenues even further, so they hired Martin Technical Research to test the feasibility of eight different new product ideas.

After interviewing 150 fire departments across the United States, we determined the most attractive new product option for the company.  It was a handheld device for capturing field data during fire safety inspections at industrial sites, that could then easily download into the primary Firehouse Software program.
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Marketing recommendations included two pricing options for this new product, dependent upon Firehouse’s overall management strategy:
  • a higher “American” price for maximizing product margins.
  • or a lower “Japanese” price for optimizing the company’s market share.

Results:  Firehouse was able to diversify its product line.
In 2005, ACS Government Systems acquired Visionary Systems/Firehouse Software for $16.5M.  Then in 2009, Xerox acquired ACS and the Firehouse Software product line.


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  • Home
  • Case Studies
    • Lead Generation >
      • Digital Oscilloscopes
      • EMC/EMI Marketplace
      • Food/Beverage & Chemicals
      • Fiberglass Grating
    • Market Development >
      • DNA/RNA Analysis
      • Semiconductor Programming
      • Pharma/Biotech Cleanrooms
      • RF Calibration
    • Product Development >
      • Fire Inspection Devices
      • Underground Pipe Locators
      • 6 1/2 Digit Bench DMMs
      • Current Clamp Meters
      • Food Irradiators
      • Circuit Breaker Diagnostics
      • Moisture Analyzers
    • Marketing Communications >
      • Technical Writing
      • Public Relations >
        • AATI
        • Kistler Morse
        • Liberty Labs
        • Ryan Instruments
        • Midcon Cables
        • Chemgrate
        • Western Display Fireworks
        • Fluke Networks
      • Sales Tools >
        • AATI
        • Kistler-Morse
        • Ryan Instruments
      • Print Ads >
        • AATI
        • Arizona Instrument
        • Ryan Instruments
      • Business Articles
  • Technologies
    • Analyzers & Instruments
    • Test & Measurement Equip
    • Refrigeration & HVAC
    • General Industrial
    • Optics
    • Nuclear-Related
    • Software and Related
    • Components
    • Computer Hardware
    • Systems
    • Medical
  • Research Snapshots
    • Fire Fighting
    • Ultrasonic Level Detection
    • Facility Lighting Systems
    • Aircraft Repair
    • Underground Pipe Locators
    • Drug Moisture Analysis
    • ESD Guns
    • Semicon Programming
    • Calorimeters
    • Installing Fiber Optics
    • Clamp Meter Displays
  • About